The Adelaide Adrenaline have unveiled their new look logo for the 2017 AIHL season. The new design features a pair of ‘A’s’, depicted on a heart rate monitor in the shape of electrical activity. The new logo is set against the state colour of navy blue background with yellow and red pipping.

The inspiration behind is the new design is how Adrenaline affects the human body. The idea of an Adrenaline hit, conjures up images of blood rushing through players and fans veins, increasing their heart rates.

The design of the logo and soon to be released jerseys, was a collaboration between local design outfit Studio-Gram and Eric Dufresne, a freelance graphic designer from Trois Riviere in Quebec, Canada.

The new logo also pays homage to the club’s rich history, which began as the Adelaide Avalanche back in 2000. The pair of ‘A’s’ is a throwback to the old school Avalanche logo, with the ‘A’s’ also depicting a representation of a mountains.

During the design process, the club recognised the importance of drawing inspiration from the team’s history, while creating a new logo for the future. The new jersey design will also be a throwback to the simplicity of some of the NHL’s classic jerseys.

The Adrenaline have been using their current logo and jersey design since 2009, and while there has been a few subtle changes to the design, it has largely remained the same. Prior to 2009, the club had gone through multiple name changes in the AIHL, starting as the Avalanche in 2000, followed by the "A's" in 2008 and finally becoming the Adrenaline in 2009.

The new jerseys will be revealed in the coming weeks, along with information on when and where AIHL fans can get their hands on the new Adelaide Adrenaline merchandise.